Diversity as a Competitive Advantage

100% of US population growth comes from diverse consumers. Diverse consumers have a combined spending power of over 5 trillion dollars. The statistics that support marketers’ prioritization of diverse audiences are irrefutable. Yet, there is still a significant disparity in investment in how these audiences are prioritized by most Fortune 500 companies. With CMOs’ time being so finite, how do they make sure they have the information needed to make diversity a business driver? In this presentation, BECA Founder & CEO Jerri DeVard will lead a discussion on what best practices CMOs and market leaders should incorporate to ensure they are maximizing, prioritizing, and right-sizing diverse audiences within their total addressable market. From shaking up their supplier base, to how to incorporate new forms of insights gathering, to the growing importance of being culturally relevant, this talk will unpack the principles on how to make DE&I a competitive advantage for CMOs.